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Available for projects  ·  Manila, Philippines

Raph Rosello.

E-Commerce Consultant

Magento  ·  Shopify  ·  Web Development

I help businesses design, build, and scale e-commerce operations — from enterprise Adobe Commerce Cloud deployments to lean Shopify builds.

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About me

Independent consultant.
Enterprise background.

I'm an independent e-commerce consultant based in Manila, Philippines. I work with brands to design, build, and scale their commerce operations — whether that's a ground-up Adobe Commerce Cloud implementation or a focused Shopify optimization engagement.

My background spans enterprise retail at the scale of SM Retail and agency work across clients in the Philippines, Australia, the UK, and Japan. I bring both the technical depth to build it and the commercial perspective to make it matter.

I'm platform-agnostic but opinionated — I'll recommend what's right for your business, not what's easiest to sell.

Stack

Magento 2 Adobe Commerce Shopify Laravel PHP Flutter GraphQL REST JavaScript Docker AWS
Adobe Certified Professional badge Adobe Certified Professional
Adobe Commerce Developer (2019–2023)
14+
Years Experience
20+
Projects Delivered
10+
Enterprise Brands
3
Platform Specialties
Services

How I can help

01 / E-Commerce Consultancy

Strategic advisory for brands that want to build or scale their commerce operations.

Whether you're evaluating platforms, planning a replatform, or trying to get more out of your current stack — I provide structured, vendor-agnostic guidance backed by enterprise delivery experience.

  • Platform selection & fit assessment (Magento, Shopify, headless)
  • Migration planning & risk analysis
  • Performance & conversion audits
  • Commerce roadmap & prioritisation
  • Vendor & agency evaluation support
Magento 2 Adobe Commerce Shopify Strategy Roadmap
02 / Magento & Shopify Development

End-to-end technical delivery on the platforms I know best.

From custom module and app development to complex third-party integrations and performance tuning — I build stores that are reliable, maintainable, and engineered to handle real traffic.

  • Custom Magento 2 & Adobe Commerce module development
  • Shopify theme & custom app development
  • Payment, shipping & ERP integrations
  • Performance optimisation & scalability
  • Platform upgrades & migrations
Magento 2 Adobe Commerce Shopify PHP GraphQL REST
03 / Web Development

Full-stack web applications built for clarity, performance, and longevity.

Custom web applications, back-end APIs, and polished front-end interfaces — built on modern PHP and JavaScript with a focus on clean architecture and maintainable code.

  • Laravel application & API development
  • Custom admin panels & dashboards
  • REST API design & integration
  • Front-end development (HTML, CSS, JavaScript)
  • E-commerce portal & B2B platform builds
Laravel PHP JavaScript MySQL REST APIs
04 / Mobile Development

Native-quality mobile apps for merchants who need a mobile-first experience.

Cross-platform mobile apps built with Flutter — ideal for commerce companion apps, customer portals, or loyalty programmes that need to work seamlessly on iOS and Android.

  • Cross-platform iOS & Android app development
  • Commerce & catalogue integration
  • Customer account & loyalty app builds
  • REST & GraphQL API integration
  • App store submission & maintenance
Flutter Dart iOS Android Firebase
Career

Work Experience

Responsible for the full e-commerce function at SM Retail — platform architecture, strategic direction, vendor coordination, and reliability across three properties.

Work cross-functionally with IT, marketing, and customer service to keep platform direction aligned with business goals. Coordinate directly with external vendors on Adobe Commerce feature delivery.

Built from scratch

smacnshop.com

Led architecture, strategic planning, commercial launch, and ongoing maintenance of this national-scale Adobe Commerce platform.

Feature delivery

ShopSM & SM Markets

Delivered business features and platform optimizations across both properties, improving reliability and commercial outcomes.

Key impact

End-to-end ownership of a national-scale Adobe Commerce platform — from zero to live, through to continuous improvement.

Adobe Commerce Magento 2 E-commerce Strategy Vendor Management Cross-functional Leadership

Led custom Magento API development and backend integrations for Globe's online web app. Worked directly with stakeholders to design platform solutions for specific business use cases.

Drove CI/CD pipeline improvements that accelerated release cycles, mentored the dev team, ran code reviews, and contributed to technical hiring decisions.

Notable contribution

Designed a unified product catalog for the GlobeOne app — removing dependency on multiple third-party platforms and cutting significant licensing and development overhead.

Magento 2 REST APIs CI/CD Team Leadership Code Review

Developed and maintained Magento modules and extensions for multiple clients — backend, frontend, and theme work. Integrated Magento into clients' Pimcore websites, ensuring seamless cross-platform data flow.

Owned code reviews and production deployments across all client projects, maintaining consistent quality standards in a fully remote team.

Magento 2 Pimcore Integration Module Development Frontend Theming

Built Magento Open Source modules from scratch — backend development, deployment configurations, performance optimization, and custom payment and shipping methods.

Served as technical lead: ran code reviews, mentored junior developers, shaped architectural decisions, and recommended extensions to accelerate delivery timelines.

Magento Open Source Custom Modules Performance Optimization Mentoring

Worked across Magento Commerce and Open Source projects — backend development, deployment configurations, performance tuning, version upgrades, third-party extension management, and frontend theme work.

Certification

Earned the Adobe Certified Professional — Adobe Commerce Developer certification, formalising my platform expertise.

Magento Commerce Magento Open Source Adobe Certified Version Upgrades

Started my career here. Contributed to the backend architecture of an airline's duty-free shopping platform — my first exposure to production-scale e-commerce and the foundation everything since has been built on.

Magento Backend Development Airline Retail
Clients & Partners

Companies I've Worked With

I'm proud to have collaborated with some of the most recognized brands across the Philippines, Australia, the UK, and Japan.

SMAC&SHOP SMAC&SHOP
SM Retail SM Retail
SM Markets SM Markets
Globe Telecom Globe
AirAsia AirAsia
The Bakery The Bakery
Made To Last UK Made To Last UK
Tasaki JP Tasaki JP
The Next Pair AU The Next Pair AU
Intex AU Intex AU
Let's Talk

Get in Touch

Available for consulting engagements, project builds, and retainer arrangements.
Reach out directly — no forms, no friction.

Email raphael.rosello@gmail.com
LinkedIn linkedin.com/in/raphaelrosello